While on hold messaging is not a complicated product, it can be confusing because if all the various available choices.
This article will help you avoid the most common pitfalls that can trip up a newcomer who is looking to make the best decision for his / her business.
Pitfall #1 – All on hold messaging is NOT created equally. Custom messaging is a professional service, not a commodity. Most times, comparing music on hold companies is apples and oranges.
It is true that most providers will have good sounding voices available. However, there is more to the entire process than just a catchy voice…
HINT: Look for a company who is dedicated to:
- education first, an informed buyer is a happy one
- customer service focused on meeting your needs
- proof of satisfied clients
- audio samples to listen to from previous clients
- overall value to price ratio
- fast turnaround times
All these factors combined truly make up the “total value” of the experience in getting custom on hold messaging for your business. The web makes “price-shopping” easy, however, all providers are not equal, and you’ll see this if only you do a little diligence. Caveat emptor!
Pitfall #2 – For most businesses, long term contracts are NOT necessary. The studio who offers a contract is seeking to generate steady cash flow for itself.
Great for them because cash flow is important for stability.
The problem is that a contract is not what most small and medium businesses need. I know because I have surveyed hundreds of my on hold clients to come to this conclusion. The feedback? You just don’t like contracts when it comes to music on hold!
And why should you? The affordable price for custom on hold messaging does not warrant a binding long term contract. So why do some companies lock you down? Control. If I know anything about The American People is that we don’t like to be controlled. Don’t get locked in to a contract and voluntarily put a fence around your freedom!
HINT: Choose a provider who offers a “buy out” pricing model instead. This means you pay only once and then you are off the hook. If you need more, just buy them when needed. Also, if you wish to switch on hold music providers, there are no “cancellation clauses” that you’ll have to pay.
A small investment for on hold messaging (while very important) need not be contractual for your business success.
Pitfall #3 – Playing the radio or music CD on hold is NOT legal. I’m sorry if you think it should be.
If you bought a music CD then you bought a single use license. This is for your personal playback only. NOT for commercial rebroadcast for your financial gain in your business.
And therein lies the legal issue. You are essentially using the CD to profit from it in your business. Same with RADIO. The radio station pays to broadcast the music over the airwaves, but you are NOT licensed to re-broadcast it for your financial gain.
Here’s Proof:
On October 17th 2002 , The Better Business Bureau Reported:
“Businesses that play unlicensed radio and music CD’s are subject to a civil suit in federal court. Sanctions against an infringer can include an injunction and “statutory damages” of up to $30,000 for each copyrighted song performed without a license and up to $150,000 each song if the infringement is willful.”
Pitfall #4 – Placing your callers on hold in SILENCE is a horrible practice. This is just as bad as using a RADIO on hold. Silence is a black hole! Chances are you have been placed on hold in silence too, and the experience stinks!
For one, most of the time, you don’t know if you’ve been hung up on. This alienates people because they don’t know if they should hang up and call back or stay on hoping they didn’t get disconnected. The real problem here is the unnecessary stress you are putting a caller through. Don’t stress them out!
Moreover, if they do stay on, callers report the wait-time actually seems way longer than it actually is. There is much published research to support this too. In any event, it’s just bad business practice to put callers on hold in SILENCE. Don’t do it!
Pitfall #5 - Failing to realize just how important on hold messaging is.
If you’re like most businesses, a lot of your out going CASH goes to your advertising and marketing. Yellow pages, TV, billboards, directories, paid search, direct mail, etc.
You spend all your money to make the phone ring! And what do you do when they FINALLY do call you? You drop the ball by putting them on hold in SILENCE! Or, make yourself look amateur by using the radio while they wait.
Does this make any sense?! No!
“You never get a second chance to make a first impression.” Remember that line? This is you.
Listen, you’ve gotten this far because you must know now that you need to replace silence/radio with custom on hold messaging. Decide to take action now to get a production for your business and start reaping it’s rewards, ASAP!
What to do next…
If interested, you can receive a free quote and free phone compatibility analysis by visting online at: www.impresscallers.com
Garrett Todd
garrett (at) impresscallers (dot) com
www.impresscallers.com
1-877-422-1051
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WHY CUSTOM ON HOLD MESSAGING?
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“Because impressing callers and reducing
hang ups increases profitability.”
(c) 2007 – Garrett Todd, LLC – Impress Callers – All Rights Reserved
